Lead qualification and email follow-up for a Dallas executive coach, built around a leadership self-assessment

Shauna Moran's coaching programmes are a significant investment, so the costly mistake for her practice is a discovery call with someone who was never going to be a fit. Her calendar is already the scarcest thing in the business. Yet an interested leader had two options: fill in a contact form or book a call cold. Neither told Shauna's team anything about the person before they spoke. Her site had only seven articles to draw in leaders searching for help, and the practice had never advertised.

A self-assessment that qualifies before anyone books

The Impact Index gives each leader a personal report across five dimensions of leadership. It names her biggest gap and, where one clearly stands out, a strength to build on, so the report is worth having whether or not she books a call. Behind it, a fit level based on seniority, readiness and score tells Shauna's team who they are about to speak to. Anyone clearly outside the programme's remit gets a graceful exit instead of an invitation to a sales call. Each completed report lands in the practice's CRM with the scores attached, the leader gets her report by email and people who opt in join Shauna's newsletter.

Follow-up emails that replace rather than stack

A leader who booked a call could receive several overlapping emails, which isn't the impression a coach wants to make before a first conversation. We reviewed every automated workflow in her CRM and rebuilt her email marketing around one rule: each new email replaces the old one at that moment rather than arriving alongside it. A leader who books now gets one clear confirmation and a clean run of pre-call emails, and anyone who finishes the assessment without booking gets a follow-up of their own.

Articles in her voice, then her first ads

To draw in more leaders from search, we wrote a programme of articles built around Shauna's own thinking, each researched for what her audience searches for and checked for sources. Shauna reshaped the topic list herself along the way, and the articles on her site, on subjects such as delegation, self-advocacy and difficult conversations, read like her. We then launched the practice's first Meta campaigns, with one layer introducing Shauna to new audiences and another inviting leaders to take the Impact Index.

Leaders who find Shauna online can now take the Impact Index and get their report right away, and her team knows who they are speaking to before any call. Because each report records which ad or page brought the leader in, the practice can judge its advertising by the leaders it brings in rather than by clicks.

When each client is a significant investment, qualifying people before the call can be worth more than extra traffic. A self-assessment only earns its place if the report is useful to the person taking it. Build the destination before the ads, so your first campaigns send people somewhere that sorts them.

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